Frida Mom caters to the millions of women in the United States who become new mothers every year. Helping them to navigate the physical discomfort of the fourth trimester, the brand offers a collection of female-focused products that playfully address the needs of postpartum bodies.

Health-conscious Gen Yers are used to checking nutrition labels for everything they eat and drink – and they’re now able to get similar insights about their babies’ diets. Lactation Lab provides breast milk analysis and recommendations to help give new parents some peace of mind.

The UK’s NCT has long provided new parents with expert info and a route to a new set of pals. But the pricey classes and ideological zealotry mean that many mums are after an alternative. Enter Peanut, which applies a Tinder-like model to friendship, easing anxieties at this stressful life stage.

Raising a child as a single parent isn’t easy – carers are doing twice the work with half the resources. Enter Frolo: an app for solo mums and dads. It’s providing a safe space for like-minded parents to share experiences, swap tips, make friends, and meet up in real life.